U.S. President Donald Trump’s decision to impose a 50% tariff on Indian goods has ignited a wave of anti-American sentiment in India, with rallies, social media campaigns, and public appeals urging consumers to shun American products in favour of homegrown alternatives.
From McDonald’s and Coca-Cola to Amazon and Apple, U.S.-based multinationals are now the target of boycott calls led by supporters of Prime Minister Narendra Modi and business executives championing “Made in India” products. The push has been amplified by BJP-linked group Swadeshi Jagran Manch, which organized small rallies across the country over the weekend, distributing lists of Indian alternatives to popular foreign brands and framing the movement as an act of nationalism and patriotism.
India’s consumer market is a crucial one for American companies. Domino’s operates more outlets in India than anywhere else in the world, Meta’s WhatsApp has its largest user base there, and Apple’s new store launches still draw long lines. Global beverage giants Pepsi and Coca-Cola dominate shelves, while chains like Starbucks have expanded rapidly in urban centres.
Though there is no immediate evidence of falling sales, calls to “buy local” have gained traction online. Indian entrepreneurs have joined in: Manish Chowdhary of Wow Skin Science urged citizens to make Indian products a “global obsession,” while Rahm Shastry of DriveU suggested India should develop its own digital platforms to rival Twitter, Google, and WhatsApp.
Modi, without naming specific companies, reinforced the self-reliance message in a speech on Sunday, urging greater priority for India’s domestic needs. Yet, even as protests continue, U.S. companies are still expanding—Tesla opened its second Indian showroom in New Delhi this week, with officials from both governments in attendance.
Some consumers remain unfazed by the boycott calls. In Lucknow, Rajat Gupta sipped a 49-rupee coffee at McDonald’s and shrugged off the controversy. “Tariffs are a matter of diplomacy,” he said. “My McPuff and coffee should not be dragged into it.”